10 things I noticed in the new adidas World Cup advert
Some of this will be obvious, but other elements probably aren't, and there will have been a conscious decision made on everything.
A few things that jumped out at me straight away.
The casting of Timothée Chalamet as the lead was the most memorable part of the whole piece. For 15-plus years, opening a World Cup advert has meant putting Messi in the first frame. Choosing a non-athlete to drive the narrative instead was a significant departure, and in my view the right one.
Then there's what's absent. No boots, no kits... For a brand making its biggest campaign in recent memory, the decision to treat this as a brand platform rather than a product one was confident and correct.
There's a lot more to unpack and the full breakdown is over on Substack.
